The Fast-Moving Consumer Goods Companies Make Pricing Strategy Based On Channel Management

Today, our market is a highly competitive market, and the fast-moving consumer goods market has been in the forefront of this competition. Fast-moving consumer goods companies not only need high-quality products, the right development and marketing strategy, but also they need reasonable strategies of pricing which is an important part to marketing strategy. Throughout the whole process of production and operation, only when the companies achieve sales of the product and make profit from it can they get enough funds to engage in reproduction process. In this process, product pricing strategy is particularly important. During pricing process, fast-moving consumer goods companies not only need take into account the cost of products, market demand, competition etc, but also need consider the channels on the impact of product pricing.Base on the analysis of traditional strategies and approaches to pricing, the thesis points out that the fast-moving consumer goods companies may not singly apply the method of cost or demand, or competition when it makes the pricing strategy decision. The author puts forward a notion of combination pricing strategy which should consider of all the influence of pricing, including marketing strategies, needs analysis and competition analysis. So arrive at the products of the highest, lowest retail price. Then base on the analysis of channels, revise the price according to the marketing strategy, market demand, competition and other factors, and make suggestion to the fast-moving consumer goods companies. The author proposes that when the fast-moving consumer goods companies make pricing strategy based on channel management, in order to cope with the complexity of channel and the market changes, companies also need to establish a system of price changes in response to changes in the market or their own.Finally, the thesis applies a case which happens in a private company and puts forward useful suggestions of price suggestion for China's fast-moving consumer goods companies.